Brand strategy expert Phil Adams on why strategy is about working backwards from ideas
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Unpacking Brand Strategy
This chapter explores the complexities of brand strategy, emphasizing the need for a balanced approach between intuition and evidence. It highlights the importance of understanding a brand from the customer's viewpoint and reveals potential pitfalls in over-complicating strategy. The discussion also addresses the significance of clear narratives and the role of charisma in attracting and engaging consumers.
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